GTA 6 is hailed as the most expensive game in AAA industry history. It is almost certain to become the most successful title ever, generating billions in revenue shortly after release. Reports indicate that marketing expenses alone have already exceeded $150 million.
As part of its promotional efforts, Rockstar Games and its parent company, Take-Two, have partnered with platforms like Netflix. Rockstar had also planned to collaborate with the Miami city government to roll out GTA 6 advertisements in downtown Miami, but this plan now faces uncertainty.
According to the Miami Herald, several commissioners in Miami-Dade County have publicly opposed the GTA 6 outdoor advertising campaign. Commissioner Rene Garcia criticized the "Welcome to Vice City" billboard atop the Cayce Center, which cost $975,000, stating that GTA 6's overall marketing budget is at least $150 million.
In other areas of Miami, Rockstar Games agreed to spend up to $1.2 million on six billboards. Additionally, to secure the right to advertise in Miami Beach, Rockstar must pay the local city $4 million.
It is currently unclear where Rene Garcia obtained his $150 million estimate. However, for a game with total costs potentially reaching $1 billion or more, this figure is not surprising.